Introduction to OKRs framework

OKRs played a key role in Google’s early growth from 40 employees to a global giant. This goal-setting framework keeps teams focused on what matters most through two complementary components. Objectives answer the question "Where do we need to go?" They provide direction without prescribing the path. Good objectives inspire teams beyond incremental improvements. They're qualitative, ambitious, memorable. These goals push organizations forward through their aspirational nature.

Key results answer "How will we know we're getting there?" They measure progress with specific metrics. The fundamental rule: it's not a key result unless it has a number. This forces teams to define success concretely. If you don’t yet have a metric, a valid key result could be to research and define one, for example, a retention or activation metric. It’s better to invest time in identifying the right measure than to chase a target you don’t understand.

OKRs embrace ambitious targets, expecting 70% achievement rather than 100%. They separate aspirational goals from committed deliverables. Most importantly, they focus on outcomes over activities. At Google, transparency is one of the fundamental principles that amplifies their success. Everyone sees everyone else's OKRs, from engineers to the CEO. This visibility creates accountability and shows how individual work connects to company goals.^[1]